Issue link: https://www.e-digitaleditions.com/i/66147
Shipping It Could Be Costing You More Than You Think & Ultimately Sabotaging the Sell By Stacy Ward, Managing Editor fedastacy@ver izon.net E-commerce is a whole new frontier.Everybody is experimenting and trying to figure out how to capitalize on it.– Jerry Pierce, Founder of Pierce Sales Co. and nearly $1 million to fund their version of a game chang- er (which predictably turned out to be the case,evenmore so during the recession). What's changed is the landscape. They're a lotmore tents since the pair first erected Restaurant EquipmentWorld and the competition is considerably more intense. Everyone, including the guy in his garage, is looking to net their share of the increase flocking online—and a few in E&S have gotten quite savvy at it (as evidenced by themost recent fixtures in search engine rankings). Only today the emphasis is not so much on the look of the T tent, or the history behind the day the stakes were driven in the ground. It's about building a solid infrastructure to sell the product, cost, efficiency, and coming up with a clever strate- gy to divert traffic to a preferred destination—be it through Search Engine Optimization (SEO) or stripping out the cost of freight to catch the eye of a browser comparing a single-draw- er countertop warmer to the one listed on four other sites, 1 0 FEDA News & Views he same holds true today, 12 years after Pierce and his son,Brad,successfully launched their company's first full- fledged ecommerce site, following two years of setbacks E-Commerce Orders